Allow Me To Reintroduce Myself. My Name Is NorthEast Health Performance!

By Coach Manny A.

Starting on September 1st, 2023, we are thrilled to announce the exciting evolution of our brand as NorthEast Health Performance! Some might call it a rebrand, but I like to think of it as a strategic pivot. This is because nothing is fundamentally changing. Our fundamental changes have been happening over the past two years. We’ve evolved past just offering great group classes. Through investing more into our education and our need to solve a massive problem in the fitness industry (more on that in a bit), we have found better ways for our clients to get the outcomes they want. This is going to be a long one and I hope I can effectively answer all questions and preview where we are going. Now, I typically use “we” when discussing the brand, but in this post, I’ll be speaking as “I” since these decisions were mine. After running a microgym for 11 years, I’m FIRED UP AF!

Origin Story

During the pandemic, we established NorthEast Health & Performance as an online business, which served us well while we operated remotely. Originally, we intended to focus more on our online presence in the future. However, when we reopened our doors, we shifted our attention back to in-person training, leaving little time for the online model to flourish. And I’m glad it worked out that way.

The pandemic accelerated a thought that was in my brain for a while which was, how we can provide a better health solution for our clients. Gyms have been failing people for too long, NECF included. I can’t help but feel a visceral reaction when hearing of a client getting injured at our facility. After all, fitness should enhance life outside the gym, not lead to injuries. It was clear to me that we needed to find better ways to serve our clients and ensure their success. This was also no different in my eyes than failing to deliver on promises to our clients. For example, if a client is coming in for weight-loss and hasn’t yet achieved that goal, I am equally as bothered. We all know that fitness can work for everyone, but I believe we need a better system to ensure their success.

Knowing this problem exists was concerning. As I looked around, no one was even attempting to make things better for the client. Unfortunately, most gyms and healthcare providers are resistant to change as it threatens their livelihood. A disruption to any system provides a risk that not many are willing to take nor tolerate. Risk has never scared me. I opened up NECF by putting $20K on a credit card and quit my job as a full-time teacher. But taking risks involves immense preparation, foresight, and honesty. I had to objectively look at the flaws of NECF and have a plan to improve it. That’s why we partnered with Active Life Professional almost two years ago to better equip our coaches to serve our clients better. It not only brought in a higher level of expertise to our team, but also helped me organize my vision better to make it into a reality.

I’ve always been determined to go above and beyond for our community, even if it means losing coaches and clients who don’t share or align with our vision. We are here to solve problems for those who would otherwise be left unattended. The people who fall through the cracks of fitness and healthcare. The people who want help, but are lost and confused about where to start. The question that drives me daily is, “If I don’t help these people, who will?” The answer is: WE WILL.

Why The Name Change?

I no longer want to be represented by a tool we use for fitness. If you had a construction company, it would be the same as naming it, “NorthEast Hammer.” CrossFit is not the only thing we do, the same way that a construction company doesn’t just use a Hammer. CrossFit is nothing more than just one of the tools we use to help people take back control of their health.

NorthEast Health Performance is a more accurate representation of who we are. I don’t want to be associated with other CrossFit gyms that all say their CrossFit gym is different. No one is different when they all do the same things, like group classes, and have the same process, like credit card and a heartbeat (no process). If you’ve been to a few CrossFit gyms, it’s obvious how much different we are. Our process is different from the start. Our offerings are different. Our overall missions and philosophies are different. This is a place for everyone, not a place for anyone.

The name change is more than just semantics. Being known as “NorthEast CrossFit” made it challenging to convey our broader vision to prospects and referrals. Telling people we are more than a CrossFit gym is a hard sell when your name is “NorthEast CrossFit.” When met with opposition because of the name, like “CrossFit is dangerous!”, the conversation began to feel like covering up for your significant other that your family and friends don’t like. You know like the “he/she not a (insert bad word), he/she is just (insert excuse). I swear he/she is nice when you get to know him/her” type of significant other.

Health Performance is relevant to our mission and exactly what we do. Health Performance can be defined as an individual’s ability to maintain or improve their physical, mental and emotional well-being. It can involve aspects such as physical fitness, cognitive function, productivity, and overall longevity. Achieving optimal health performance involves adopting a balanced lifestyle that includes exercise, nutrition, sleep, stress management, etc. Our mission is simply to help people take back control of their health. This name represents exactly that.

What Is Changing And What Is Staying The Same?

In essence, only the name is changing. Our trusted logo, which has become easily recognizable, will remain the same. As for the major changes, they’ve already been implemented. Here’s a quick rundown of what’s staying and what’s being upgraded:

  • We’re considering transitioning from Zen Planner to RepConnect, an all-inclusive software that streamlines scheduling, workout logging, and more in a single app. The switch is expected between September and October.
  • If the new app meets our expectations, we’ll say goodbye to SugarWOD and exclusively use the new platform.
  • Exciting news for fashion enthusiasts: new apparel will be available in September, featuring gear from our partner, TYR, which represents our pivot perfectly.
  • We’re expanding our team! Most professions have training programs through schooling or apprenticeship programs. This currently does NOT EXIST for aspiring professional coaches. Obviously, this makes getting proficient coaches challenging. This is why I have created both mentorship and apprenticeship programs with on-going enrollment. My goal is to create a constant stream of high-level coaches who are ready to step-up and make an impact. Expect to see new coaches observing regularly.
  • We are still NorthEast CrossFit, the CrossFit affiliate. I don’t foresee that ever changing because we love the CrossFit methodology. It’s a tool we use. Just not the only one.
  • The schedule, classes, and everything else you love about NorthEast will remain unchanged. We’re committed to providing the same exceptional experience you’ve come to expect from us.

Overall, I am extremely excited about being our own brand and not under anyone else’s flag. It’s taken me a long time to pull the trigger on this decision. But the more I think about it, the more excited I become. I believe that our new name better reflects our mission, direction, maturity, and overall evolution as a company. There’s no reason to be sad because we are still a CrossFit affiliate, NorthEast CrossFit. So this is not the closing of a chapter. It’s just the start of a new one. I extend my heartfelt gratitude to our community and team for supporting me throughout this process. Your unwavering support fuels my drive to become a better human and create a lasting legacy. Thank you all!

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